How to Use Sponsorships to Increase Diversity in the Workplace

Any good founder should know, you can’t do it alone.

Your ideas need to be challenged, tested, and improved upon. If everyone in the room shares similar experiences to yours, well then they won’t be much of an asset for new ideas.

Diversity in the workplace is not only important — it’s essential!

The variety of skill sets and learning opportunities brought by a diverse staff lead to greater problem-solving and innovation. Not only that, increasing diversity helps attract and retain talent, provides employees with a richer experience and increases camaraderie.

Yet we continue to see unequal representation in leadership roles, communities that lack equal resources, and individuals with limitless potential but limited opportunities.

Yes, we all thrive when we embrace diversity. But above all else, we know that combating inequity is simply the right thing to do, whether it’s good for business or not.

Use sponsorships to channel resources directly to underserved communities.

So how do we remove these barriers for People of Color, LGBTQ+ folk, marginalized genders, disabled persons, and other communities that experience inequity?

Luckily you have more power to drive systemic change than you might think.

Every person has a sphere of influence and can become an advocate for someone else. We all have ways in which we’re privileged, and we have a shared responsibility to use that privilege to change our work environment.

“Privilege is not in an of itself bad; what matters is what we do with privilege… Privilege does not have to be negative, but we have to share our resources and take direction about how to use our privilege in ways that empower those who lack it.” — bell hooks

Begin channelling resources to organizations by and for these communities. One way companies can do this is through event sponsorship.

Conferences are a great place to build connections and grow professionally. We want to make sure that the communities that continue to lack equal opportunities can be there to network, build their startups, and hear from the industry’s most experienced professionals.

Create sponsorship options that make events more inclusive and accessible.

Organizers should consider how they can tailor sponsorship packages to make their event more inclusive and accessible for all attendees. Companies can show their support by funding initiatives like:

• Offering free tickets to underprivileged communities and those experiencing financial hardship (like Balsamiq has done in partnership with Startup Grind for Global 22)
• Hiring a diverse group of speakers with different experiences and perspectives
• Creating networking opportunities for marginalized communities at your event
• Providing live captioning and translation services
• Subtitling on-demand videos
• Offering assistive listening devices (ALDs)
• Arranging notetakers
• Ensuring wheelchair access

Be intentional with your language.

To achieve long-term systemic changes, funds and power must be redirected to the folks who have been pushed to the margins. And in order to do that you have to be able to specify who receives that support. When creating sponsorship packages, avoid words such as “ethnic” or “non-white” which labels the individual as an outsider. Instead, choose language that affirms a person’s identity and doesn’t centre solely around the white experience.

Folks who belong to our most vulnerable communities require a relationship of accountability and support with their employers. Making efforts to affirm gender identity such as adding pronouns to name badges and providing gender-neutral bathrooms shows that you care about their needs and will encourage them to engage more with you.

“Definitions belong to the definers, not the defined.” — Toni Morrison

Don’t forget, language evolves! Yes, it can be hard to keep up with the current vocabulary but it’s incredibly important to make the effort. Remember, people are more than who we just perceive, they are also who they tell us they are.

By respecting the words people choose to identify themselves we start to challenge our own implicit biases and unlearn the antiquated ideas instilled in us by society.

Let giving back be your motivation and don’t make lead generation the goal.

Serving the community through sponsorship does give your startup brand recognition but that shouldn’t be the reason you do it. When you strive to be empathy manifested instead you also begin to build a foundation of trust with the folks you are hoping to add to your experienced team of leaders.

We only exist thanks to our community and we want to see them succeed.

Actions speak louder than words when it comes to forming trust and making employees feel safe and welcome at your startup. Show that you are willing to invest in them by investing in them before they even join your team.

Be creative with your resources and how you lift up others.

If promoting your startup isn’t the intention, why not give away some of your sponsorship perks too? You can donate your ad space or airtime to newer businesses or organizations created by and for disenfranchised groups.

Apart from sponsorships, companies can also give of their time and skill. Engage your team of experts to devote office hours to those looking to get their start. Donate your product to non-profits and schools. Find ways to live generously.

We all have the opportunity to use our personal power to make the world a place of empathy, trust, and support.

You don’t have to be a big company to give. Make it part of your brand from the start!

What commitments can you make to aid long-term systemic change, beyond just a statement of support? What can your startup do differently to be a better corporate citizen?

To learn about Balsamiq’s unique way of approaching sponsorships read our newsletter.